If you’re a DUI attorney who’s just starting a website, or you have a website but it’s underperforming, it can be tough to know how to achieve online success.
Here’s how to begin building a solid foundation for your DUI defense website that will attract potential clients and drive business to your firm.
Before you begin adding content to your DUI defense website…
Take some time to think about who you’re writing for.
What kind of people are you trying to target? What are the general demographic characteristics of your audience? It’s important to consider what kind of clients you’d like to attract. It needs to be a more detailed and meaningful analysis than simply, “people who’ve been arrested for a DUI.”
Maybe you practice in a small college town with a high rate of underage DUI arrests. In this case, you might not only target those who’ve been arrested, but perhaps their parents, as well. Or, as another example, maybe you practice in a large urban area. In that case, you might have potential clients who are non-native English speakers.
Think about the mindset of a potential client who’s visiting your law firm’s website. As an example, in the immediate aftermath of a DUI arrest, a person might use a mobile device to search for an attorney. When they do, they may process information differently than say, a desktop user who’s searching for an attorney to assist them with estate planning.
Write the way your potential clients speak.
What’s your “local language”? How do people speak? How do people commonly refer to certain locations? Think about how you might search for a dentist or doctor. Would you search by city name, county, or township? If people in your area use colloquial language to describe certain locations, you may want to take this into consideration, too. Our VP of Content Strategy, Attorney Rachel Chalot, notes that people may use slang or colloquial terms when they conduct a search.
“In the city of Pittsburgh, some of the most concentrated areas of DUI arrests are on Interstate 376,” she says. “But, the majority of locals call this ‘The Parkway East/West,’ so using these types of phrases in your writing can be helpful.”
Rachel also notes that DUI/DWI attorneys may want to think about the unique characteristics of their clients or geographic region.
“If you’re practicing in Pennsylvania, where someone charged with a first-time DUI is able to complete ARD (Accelerated Rehabilitative Disposition) and can have the DUI expunged from their record, you might face a hurdle attracting first-time offenders who think they don’t actually need a lawyer, as compared to someone who’s practicing in a jurisdiction where expungement isn’t an option.”
Making an early assessment about who your potential clients are, how they speak, and how they might search for information will help you stay focused. It will also help you write tailored content that meets potential clients’ needs and attracts them to your law firm’s website when they conduct searches related to the content you’ve written.
How should DUI attorneys organize their website content?
When you’re planning your DUI website topics, it’s important to think broadly when you’re beginning. But, also consider what site adjustments will be made in the future.
At LawLytics, we recommend that new DUI law firm websites start with legal practice area pages that serve as a broad overview. This is a strategic and effective choice: as your website grows, you can easily add subpages that go into much greater detail about specific topics. By starting broad and becoming more detailed over time, an organized and manageable site structure is achievable– one that benefits both you and your potential clients.
For example, a menu of broad overview pages for a DUI attorney might look something like this:
To launch a site, we might include a page entitled, “DUI Tests,” as you see above. This page might briefly cover what someone might expect during a sobriety check by the state police. We might also include subpages about breath, blood and urine tests at the time of launch:
As the site grows over time, this page can be used as a map to build out other sections of your site. You can create longer, more in-depth pages that address each type of test and provide your potential clients with additional information that they need. A law firm website FAQ page is also a good way to create the architecture of your future site growth.
Using Google’s “Related Searches” function
Google’s “Related Searches” function can be a handy tool when you’re trying to decide what topics to cover, particularly for a Frequently Asked Questions (FAQ) page. At the bottom of the first page of results, you’ll see terms or phrases that are related to particular search terms. We don’t suggest that you focus on “keyword” writing or keyword stuffing, Google’s related searches can be a good jumping off point to see what users in a particular geographic area may be interested in.
In these Google search examples below, we can see that Rhode Islanders are interested in learning more about a hardship license…
…visitors to Maine are being charged with OUI…
…and Pennsylvanians are exploring ARD.
DUI attorneys should think long term about their websites.
Even if you’re very new to the practice of DUI, it’s important to think about the long term, especially for your web presence. As you decide which pages you’ll initially add to your site, look ahead to the future. How do you want to grow your site? How do you want to go in-depth on subpages? What will you choose to include?
On the LawLytics platform, we make it easy to add subpages to a practice area page, and easily move those pages around if you decide you want to change something later. The LawLytics platform also automatically populates your subpages in your navigation menu as well.
For example, as you can see in the image below, we have the broad overview pages menu on the left; then, underneath DUI tests, the subpages for various tests are included.
If you’re creating your site on a platform other then LawLytics, you may need to discuss how you’ll eventually evolve the site architecture to accommodate subpages such as the ones seen above.
Learn more about successful DUI law firm websites
Online success for DUI attorneys is about knowing what to do, how to do it, and in what order these steps need to be taken. Attorneys who take the time to educate themselves about the legal marketing industry can avoid the traps and tricks that get many lawyers into trouble. Technology that keeps you from overspending or struggling is key, too.
LawLytics was created to empower law firms to have unlimited marketing success without wasting time or money.
We work exclusively with lawyers. Our services are adaptable to every stage of a law firm’s growth, and our software was built exclusively for attorneys. The learning curve is easy, and the LawLytics platform lets our attorney members add to and edit their websites and turn their efforts into new business without struggling.
If you’re interested in learning more about how to successfully market your practice online, we invite you to watch our three-part webinar series for DUI lawyers. We’ll show you how to start, grow and dominate as an impaired driving defense attorney using your website and effective internet strategies and technologies:
- Part 1: Start Your DUI Defense Website
- Part 2: Grow Your DUI Law Firm Web Presence
- Part 3: Build A Dominant DUI Defense Firm Online